The first footage from James Cameron's highly anticipated "Avatar: Fire and Ash" was presented at CineEurope in Barcelona, Spain, on June 18, using the Chinese-developed Cinity projection system.

An "Avatar: Fire and Ash" logo on display at CineEurope in Barcelona, Spain, June 18, 2025. [Photo courtesy of China Film Group]

At CineEurope, the official convention of the International Union of Cinemas, a sub-5 minute presentation of "Avatar: Fire and Ash" was showcased using China's premium cinema system Cinity, developed by China Film Group. The showcase delivered an immersive audiovisual experience that drew acclaim from global film industry professionals.

James Cameron continues his pursuit of cinematic perfection in "Avatar: Fire and Ash" with 4K, 3D and 48fps screening technology. His selection of the Cinity system for the film's first global reveal demonstrates his trust in its premium format capabilities — delivering Pandora's vibrant landscapes with unprecedented clarity to create a sensory revolution for audiences worldwide.

Industry veterans in attendance praised the system's exceptional color depth, contrast, dynamic range and motion clarity. Several noted that Cinity's unmatched brightness and high frame rate deliver superior 3D that fully realizes directors' visions. The presentation of "Avatar: Fire and Ash" received particular acclaim for its immersive quality, with its high brightness and frame rate achieving something other systems cannot.

In a video message shown at the China premiere of "Avatar: The Way of Water" in 2022, Cameron stated that Cinity technology helps moviegoers experience Avatar's world more immersively than ever before. He then confirmed continuing the partnership with Cinity to create the ultimate big-screen experience, declaring it the new gold standard for film screening. 

The Cinity cinema system, which utilizes independent Chinese intellectual property rights, is an advanced projection system featuring 4K, 3D, ultra-high brightness, high dynamic range, wide color gamut, high frame rate and immersive sound technologies, which makes films more vivid and immersive. It debuted in director Ang Lee's film "Gemini Man" in 2019, demonstrating its huge potential to international studios and exhibitors.

Cinity's cinema projection system and LED cinema projection system are now expanding across Europe, delivering novel, exceptional and groundbreaking premium viewing experiences to audiences. The technology demonstrates China's transition from follower to standard-setter in cinema tech, marking a key step in the globalization of Chinese film technology, according to a statement from China Film Group.

Industry insiders and cinemagoers at CineEurope in Barcelona, Spain, June 18, 2025. [Photo courtesy of China Film Group]

The "Avatar" franchise revolutionized the film industry in 2009 with its first installment. It became a global cultural phenomenon, ushered in the 3D era for cinemas worldwide, accelerated the growth of Imax and transformed China's film industry. The original film earned $2.92 billion and remains the highest-grossing movie in history, while its sequel, "Avatar: The Way of Water," grossed $2.32 billion to become the third-highest grossing film worldwide.

"Avatar: Fire and Ash," the third film in the franchise, opens worldwide on Dec. 19, continuing James Cameron's Pandora saga. The story follows Jake Sully (Sam Worthington) and Neytiri (Zoe Salda?a) as their family confronts grief after Neteyam's death and the aggressive Ash People tribe led by Varang. The cast also includes Sigourney Weaver, Stephen Lang, Oona Chaplin and Kate Winslet.

The film preview in Barcelona featured a video appearance from James Cameron in New Zealand, who paid tribute to his late collaborator Jon Landau. Cameron promised audiences they would see "a side of Pandora you didn't know existed," adding that "Avatar" films are "made to be experienced on the big screen."